How is the new Life different from the other leading newspaper magazines, Parade and USA Weekend?
Shapiro: I honestly think there’s no comparison. When you open Life magazine, it is going to drop like a pearl onto your living room table. The paper quality is very close to the stock used by the New York Times Magazine. So that will stand out right away. We want the photography to really represent well. We’re making a magazine that’s built for the weekend. The other guys have a magazine that merely comes out on the weekend. They could just as well come out on a Tuesday. Our magazine will have information that people are going to find useful for weekend activities. IWM: Another new Time Inc. title, All You, is being distributed initially at Wal-Mart. Both Life and All You have nontraditional distribution. Is this a trend? Shapiro: There are a lot of new things going on in magazines. Many of the successful ones are trying all sorts of new approaches. Just like any business, magazines have got to evolve and go with the times. IWM: Early versions of Life have died off a few times already
